Supplyant

How do I get to #1 on Google must be among the most common questions for anybody who works with the internet. Its an obsession but is it the right thing to obsess about?

Getting great positions on search engines for popular terms isn’t free. It can take an enormous amount of effort building links, writing content and fine tuning pages that don’t necessarily convert as well as ppc based sites because they have to be search engine friendly. With SEO and Google it doesn’t happen overnight so be prepared to wait months to hit the front page.

If you believed what people tell you nobody ever clicks Google adwords. We had a great opportunity to test something we have believed in for a while, that Google adwords traffic generates more sales than traffic from the normal search engines.

Look at this google result for K&N’s (the worlds leading manufacturer of performance air filters)

The two results of interest are:

Performance-filters.co.uk

A shop we use and promote only via adwords. This was forced on us as the previous domain name (kandnshop.co.uk) was asked to be taken down by the manufacturer. We’ve spent a lot of time optimising the adwords that we use so as to get the maximum number of clicks.

filterpower.co.uk

A domain we purchased because it was the #1 result for K&N but the existing owners had ceased trading. We knew it had traffic and the price was right so we threw a duplicate site on but retained the title and description tags so we could retain the #3 position.

Both sites are exactly the same except for a different colour top banner and logo.

The differences – Ive rounded the monthly numbers to keep it simple.

Traffic to adwords site: 15,000 visits
Traffic to #1 shop: 2,500 visits

Revenue from adwords site: £24,000
Revenue from #1 shop: £1,700

Each visitor generated from adwords site: £1.60
Each visitor generated from natural site: £0.68

Action points

• What is clear (in this situation) is people who click on PPC buy more than visitors to the organic results. People do click adwords in much higher numbers than most would tell you.
• The highly targeted text in the adwords campaign allows you to tick the emotional boxes that make customers want to click them.
• If time is short, I would be hitting adwords harder as a priority rather than working on search engine traffic because its easier to buy this position and as long as the price is right for the adwords then it is going to make you more money quicker.
• Getting people onto the site is one element but the better and more targeted the page you send them to the better.  The gains in sales from fine tuning these pages let you turn poorly converting adword campains into winners.
• Getting to #1 in Google is not free, SEO is expensive and time consuming.

Nobody likes paying for adwords compared to the free traffic from the organic listings but these are great reasons why you should.

Being in the online business, my friends always ask me how they can “do e-commerce”. If they have no experience of selling online my answer is always the same, “get yourself on eBay and have a go”.  eBay is a great place to start; it’s bootcamp for e-commerce with a tough set of rules to follow that will shape you up for retailing online.

Why should I start on eBay first?

• It teaches you retail discipline
  eBay forces you to provide good customer service; the feedback system demands you do nothing wrong.
• It teaches you good product choice
  If you can’t sell your product on eBay with all those ready made customers your chances of selling it from your own site aren’t so good.
• It teaches you how important a good product description and pictures are
  Look at the guys with huge feedback numbers and notice how they all have great descriptions. They do this for a reason; awesome long copy descriptions sell harder and show good intent.
• It teaches you how important pricing is online
  Selling on eBay is a reality check for traditional retailers as your normal margins often disappear in two seconds flat.
• It teaches you about e-commerce in a risk free environment
  You don’t have to invest in a shiny new web shop to retail online. With eBay, setup costs are tiny and the worst possible scenario is that you don’t sell anything.

If you can you go onto eBay and sell over 25 items in a month with 100% feedback & high DSR in shape then congratulations, you have passed basic training and it’s time for you to go-large.

Why eBay isn’t for Wimps….

Be prepared for eBay. If you’re going to get serious expect the following:

• It requires your time to maintain an eBay business
  Managing the eBay process is time consuming so you have to be prepared to devote time & effort to making it a success. 
  
• It requires exceptional Customer Service
  eBay never feels a particularly fair environment to deal in, particularly if you are a distributor not used to dealing with consumers directly. You will find yourself having to give away product or pick it up with no good reason other than to keep your feedback high. Poor feedback at the early stage could see you struggling to recover or being banned. Don’t blame eBay for this though – if you can’t cut it here then look in the mirror, not at eBay rules. And if you are thinking of doing Amazon instead, it’s tough x 2…. that’s another story.
• It requires you to understand pricing & salesmanship
  Do you have have descriptions that are only half as good as other eBayers? Look at yourself to see if you’re up to scratch. Good descriptions create happy customers and good feedback. They also create lots of social buzz. Want to know what we’re talking about? click here

Acceleration on and off eBay

Think you have mastered eBay? Great, now you’re ready to REALLY jump-start your online retailing. We would love to hear from you.

What’s your thoughts on eBay? Let us know by commenting below.

Do you trade direct through an existing company or trade through a new UK registered company? This is a common question for our International customers so we asked our partners at Quick Formations to give some further insight.

With the history and structure of The Companies Act alone, it’s not difficult to see why a UK registered company enjoys an almost limitless amount of benefits when it comes to credibility, a certificate of incorporation is an affiliation between your company and the oldest and most comprehensive Corporate Law structure in the world.

To almost emphasise this fact the latest Companies Act 2006 is the largest bill ever to go through UK parliament, taking almost 4 years to come into effect in its entirety. Therefore when dealing with potential clients globally to be able to show a UK Certificate of Incorporation shows that you take business seriously and that you adhere vehemently to the regulations in place.

Once registered as a UK company the maintenance of Limited status can be easily lost or fines and penalties can even accrue due to neglect, so being able to show as an active, up to date live Company is of a huge credit.

A key consideration also is that by being a UK registered company with overseas ownership you have the most up to date ‘webfiling’ internet filing technology – meaning a UK company can be maintained from anywhere around the world, an asset no other Country can offer.

Here in the UK the benefits of trading as a UK company with a UK Company much outweigh trading with an oversea company.

Firstly the governing body for all UK companies, Companies House, maintains a free data search for anyone with an internet access can use – meaning your UK company is completely searchable within a matter of seconds, allaying any fears or mistrust from your prospective client by your company being transparent and searchable from the offset.

The advantage of UK companies is not solely for the gathering of clientele either – the infrastructure and support available to a UK company from its government, via Companies House and independent corporate services like Quick Formations, is seen as a leading light across the globe. Only recently, the UK government reaffirmed its stance on backing UK based business and making it a priority to develop UK commerce and entrepreneurialism across the world and Quick Formations is at the very forefront of implementation of these changes, ensuring our clients get the most accurate information first time, every time.

If you would like expert advice on cross border internet retailing please call +44 1604 679090 or email nick@supplyant.com

One of Supplyant’s key e-commerce clients needed a way to manage over sixty UK warehouses from one system. They were relying on their suppliers to dispatch the goods to their customers as well as relying on them to provide customer service information. This method provided no visibility nor tracking facilities. Furthermore, they incurred high carriage charges because of the low volumes being dispatched from each supplier.

Supplyant worked with MetaPack to create a system that allowed individual warehouses for each of their suppliers and customers incorporating the relevant rates, services and allocation criteria.

Director, Nick Morton explains the benefits, “now that we have MetaPack in place we’re able to pass on an average carrier cost reduction of 28% and reduce account setup to pickup time to under 48 hours. This has proved a big hit with small and large businesses alike.”

Now when processing a ‘third party collection’ (where the consignor organises the collection from a remote address for either a return delivery or delivery to another address through MetaPack, all Supplyant or their customers have to do is enter the consignment details as normal, the supplier then logs into their warehouse and prints the label.

The goods are dispatched directly from the supplier with Supplyant or their customers having full visibility and tracking of each delivery.

“MetaPack has automated our dispatch process, reduced the amount of administration involved and enhanced our customer service by giving us the knowledge of where our parcel is at any given time. We encourage all of our suppliers and customers to use MetaPack, we consider ourselves ambassadors for the system. People generally concentrate on cost savings on the bottom line, and forget the cost of administration and automation. The savings our clients have made have been incredible” adds Nick.

You can read the full case study on the MetaPack site here

For more information on how MetaPack can help organise your delivery systems watch this video with Patrick Wall, CEO being interviewed by Internet Retailing Magazine.

Talk to us about integrating the MetaPack system into your business today.

I’m a firm believer that when it comes to e-commerce sites, its wrong to go too far away from what customers are used to. Every 3 months I take a look at the tools, features and styles that the top e-commerce setups are using to woo customers. My snapshot takes a look at some of my favorite shops and shops that consistently feature well in hotlists.

Who are we looking at?
Ebuyer | Asos | Argos | Boden | B&Q | MyDeco | Apple | Tesco | Ebay | Amazon | John Lewis

1. Layout

Its appears to be true that there is now a way e-commerce should look and feel. There are standardised design elements throughout big brand e-commerce

The Header

Consistently menus now reside on the top, with logo on the left, search & shopping basket on the right.

Home Page

Always featuring a big picture of some kind, normally full width with no side navigation

Category Pages

Sidebars to narrow searches are commonplace and getting more intelligent.

Products – full width

Once you get to a products page its now mostly full width, with no side navigation, and heavily product focused above the fold.

2.  Video

Video is a trend that seems to be cropping up regularly and I love it! Video provides masses of extra emotion and trust on any product it appears on. For me the best use of this is at ASOS, fantastically emotional salesmanship on the kids cloths and great runway videos for the products in adult fashion. Its also in use at  Ebuyer with selected lines giving QVC style buying guides. Do your videos have to be flawless to get a response? If you take a look at this youtube clip of somebody unboxing his new ipod with over 650,000 views you’ll see that real user videos are also a massively powerful customer conversion tool.

3. Quality of photography

If your retailing online and want to roll with the big guys there no excuse for an under exposed 50×50 jpg anymore.

I see a few consistencies from my chosen retailers:

• Giant images are OK for homepages (see examples below)
• Branded commodity items image quality isn’t so important (have a look at Argos, Tesco and John Lewis sites for examples of this)
• Providing more that 1 image if possible is most definitely better
• Modern e-commerce layouts absolutely place focus on product shots
• At each of the sites I looked at there was no genuinely poor images.
• On a number of sites I saw standard product images teamed up with “in use” pictures with people in them

4. Search tools

Search results on all the sites I looked at were pretty good. I loved the search on ebuyer, it was intuitive and helpful. Apples search was awesome, extremely polished I’d recommend you try it.

Second stage filtering of search results was an absolute requirement for all stores for me mydeco ruled on this one, the colour chooser was a nice touch. Despite Apple having a great search it was one of the few stores were I didn’t feel a need to search as the navigation was incredibly clear.

5. Delivery

A constant frustration for me with online shopping is poor delivery information. I started out in Automotive parts and its shocking how poor many of  the distributors of these parts are compared to leading online shops.

ebuyer and asos stood out as excellent examples of going above and beyond for customers.

• Ebuyer offers next day delivery on orders up to 11.00 at night. WOW!
• ASOS offers same day delivery in London. WOW
• Zappos in America stood out with its free delivery both ways promise

2 consistent elements cropped up.

• Free delivery is commonplace (and so it should be, it removes all confusion)
• Delivery on a nominated day is gaining traction

Conclusion

If there is one thing that’s clear above all else is that the strength of modern platforms means its all about high quality content. Many of the sites I used looked and functioned in pretty much the same manner.

Selling online now is more about the determining why somebody should buy it from you. Is it the quality of the service, the great video help, the  awesome delivery or something else.

I wouldn’t use any of the companies because they have a great site, but because they are great companies. Good sites are just a  tool to that may provide enough extras to push customers in your direction rather than some other retailer.

If you have favorite sites you think I should be checking in on I’d love to hear them.

I would guess not. I would guess that nobody has been brave enough to try. It doesnt stop people trying to sell to two sets of fanatical fans online in the same place though.

The joys of modern e-commerce platforms allow you to target you customers very nicely by setting up specialist sites pitched at very tight knit groups of customers. As far as the internet is concerned your chances are better as the master of one trade and not the jack of all.

There are some key advantages to this method:

• You can use language on the site that empathises with your target customers needs
• Adwords are generally cheaper and link building is easier at the niche level
• The appearance of a store devoted to a particular thing builds confidence
• Finding the right products is much easier for the customer

The net result of this is an improved sales conversion rate.

Ill give you an example of  how we work in the world of Motorsport Clothing.  It will give you a taste of how you can apply this process to product highly targeted specialist sites.  Using this process can help to give you improved conversions.

The Motorsport Clothing Network.

OutletF1
A site specialising in end of season f1 merchandise
It gets promoted once a year – at the end of season, for bargain hunters looking for a great deal. Visit outletf1

Ford Rally Clothing
Rally fans are a very partisan bunch, they love the teams and more importantly the drivers. By devoting an entire site to the teamthe products they want are easy to find and cross promotion becomes easier. Visit Ford Rally Clothing

Mclarenf1
Mclaren is a very British affair this year with two British world champions leading the way. Based on takes full opportunity of the xenophobic tendencies of its supporters. The product descriptions have been written by a genuine Mclaren fan helping to build trust. Visit Mclaren Clothing

Williams F1 Clothing

Aston Martin Clothing
A super desirable brand with a site designed to highlight the emotions associated with owning a piece of a supercar legend. Visit Aston Martin clothing

I was speaking to somebody the other day about the pro’s and cons of particular couriers.  I gave my opinion on a courier called Home Delivery Network. I thought might be a good fit for the products they were shipping as they had a reputation for low delivery damage.

At the next meeting I was told  “we’ve done some research online and found out that HDNL are rubbish”

I searched for “Home Delivery Network Reviews” and came up with this truly awful review.

So I use DHL for our internal deliveries… how did they fare?

So what about ParcelForce the preferred carrier of the person I was speaking to.

So were do we go from here.

Management of online reviews is set to become a hot topic in the next few years.  Strong brands can get away with bad reviews to a certain extent, but a bad review can signal the death of a weak product or service.

Equally as a consumer, to state the obvious,  make sure you look at similar products before jumping to bad review conclusions.

As the saying goes “Everybody shouts if your drains smell but nobody takes the time to tell you your drains smell great”

Whats the best review you have ever seen?

One of my greatest pleasures is seeing my clients get a result from online marketing. Coaching them in how to follow marketing strategies which work is fulfilling.  I am lucky enough to help people do this every single day and it feels great.

I am going to be helping a bunch more people in the new year as I am speaking at the eBootcamp event on February 25th.  You could be one of those people.

If you know you want to do more business online but feel ill equipped to make it happen this course is tailor made for you.

If your business has more than 5 staff then Business Link has made funding available, up to £1000.

e-Bootcamp – Leading your business online


This is not a conference. It’s an in-depth, fast-paced, training seminar designed to give you the tools you need to move to the next level. Full of candid, no-holds-barred content from experts in online business, you will walk away empowered to use your website for real business.
e-bootcamp.co.uk

As a special treat if you use the promotional code SUPP1 when you contact the bootcamp team and book  you will receive 3 books from my favourite online marketing guru Seth  Godin.

• Seth Godin: The Dip
• Seth Godin: Permission Marketing
• Seth Godin: Tribes

Give me a call or email me and I’ll be happy to give you more details.

I purchased some new speakers at the weekend. I really really like the ebuyer.com site and its one of my favourite places to buy online.

Along with sites like Play.com, ASOS.com, MyDeco and more recently Argos they provide a  real source of inspiration and ideas.

These sites are first on my list when it comes to best practice in e-commerce and looking at which features need adding to our own e-commerce platform.

As I ordered I saw a few interesting things:

A fantastically well written review

I always check countless reviews before purchasing. In this case every single review was a 5 star (all 176 of them). The best review I saw contained the words.

There’s only 2 things that should make a man cry. The first being seeing your first child being born, the second being the moment you plug these speakers in and turn on the music.

This sort of phrase is something you just dont get in fake reviews, and filled me with enormous confidence in my purchase.

If you buy something and you love it always right a review… Its great karma.

Uber Delivery

Order up until 11pm for next day delivery, that is an incredible service.  I pretty sure that delivery flexibility is going to play and increasing part in the e-commerce wars. Look no further than ASOS who recently announced a same day delivery service to customers in London.

Buyer Remorse?

When I purchased the set they showed only 1 set left in stock. The moment I ordered they didn’t go out of stock, in fact the price went up by £70 and showed over 200 in stock.

I guessed that one of two things must have happened, which are both great tactics.

1.When they run out of stock they move to a drop shipping setup where a wholesaler ships on there behalf

2.Is this a very clever tool for removing buyers remorse? 

Buyer’s remorse is an emotional condition whereby a person feels remorse or regret after a purchase. It is frequently associated with the purchase of higher value items which could be considered unnecessary although it may also stem from a sense of not wishing to be “wrong”. (wikipedia)

All of a sudden I haven’t brought something expensive, but got a bargain. This is not a tactic I have seen before but may be one worth considering.

They turned up undamaged & ontime

This simple fact is enough to keep me coming back to Ebuyer again.

What do you think the best tools are for combating buyers remorse?

Louis Vuitton is on a mission. It has singled itself out as the spearhead of campaign to manage its brand online, and the largely un-regulated search engines are its enemy.

Louis Vuitton has a  problem with the google adwords results. They hate the fact that google is profiting from allowing people to use the Louis Vuitton brand name in adwords. They also feel that Google is profiting from giving people who infringe trademarks, with fakes, the ability to promote.

Google generates $21 Billion a year from adwords so as you can guess they dont really want to change anything unless they have to.

What you will notice is that the words Louis Vuitton doesnt appear in the title. As you can see there are plenty of way to circumvent that if you need to.

Unfortunately for Louis Vuitton the European Court of Justice has ruled against them, so its business as usual. This issue is far from dead though with appeals already in place.

If you need help with working these methods into your adwords contact us today